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Our Mission

STRATEGIC VISION: To be Canada’s best source for truly unbiased investment advice.

BUSINESS MODEL: To educate investors as to the value and benefits of receiving unbiased advice.

Our guiding principles: We will:

  • Make our service and process the standard for ethical financial services companies.
  • Never accept remuneration that could create a conflict of interest.
  • Be fair in our comments on other financial advisor’s recommendations.
  • For a reasonable fee we will help all Canadians achieve their financial goals.
  • Charge fees based on time, complexity of the task, and the value we add.
  • Take the time to listen to our clients to understand their goals and concerns.
  • Base recommendations on ten principles of professional investment management.
  • Insure that clients understand how to implement any recommended changes.
  • Be on the list of Canada’s best places to work.